With news last week that New York burger restaurant Shake Shack will open its first California location in 2016, excitement rippled throughout the state – not just among East Coast transplants, but also West Coast foodies who right now have to leave the state to try a ShackBurger®.
Started in New York, Shake Shack has developed a loyal following across the country. Eager to take advantage of this market potential, Shake Shack has expanded along the Eastern seaboard, and is now working its way slowly but steadily westward, opening a location in Chicago last November, and in Las Vegas in late December.
What challenges face restaurant chains with such visions of manifest destiny? Shake Shack’s West Coast rival might provide some insight.